5.2 Community participation in the adoption of organic farming practices
The second objective of the study explored stakeholders’ participation in the formation of industry definitions and activities which influence the adoption of organic farming practices. The continued adoption of organic farming practices in Canterbury is influenced by a wide range of actions and relations existing between stakeholders in the organic industry, including the employment of definitions of organics, the promotion of these meanings, and the making of decisions regarding organic produce based on these meanings. In particular, these influences operate through areas such as farming practices, industry standards, or marketing decisions. These definitions and decisions are discussed below.
5.2.1 Definitions of organics
Definitions are important resources for the organics industry, for without a definition of organics, producers could not differentiate their product and farming practices from others. Likewise, processors could not control quality or promote a differentiated product, and retailers and consumers could not be confident in their selection of different products.
Results indicated the use and recognition of two types of definitions of organics: general/informal and institutional/formal.
- General/informal definitions
Informal definitions involve meanings or attributes attached to products and farming practices that are thought to be organic. These definitions include three elements: the restriction of synthetic agri-chemicals so that organic food could be considered ‘natural’ or ‘pure’; reference to standards and certification processes; and the use of ‘balanced’ sustainable farming practices which recognise environmental, economic, and social aspects of agriculture.
The use of these three elements varied depending on whether stakeholders were referring to organic food or organic farming. In the case of organic food, certification issues were the most important criteria for defining organic qualities, eg. ‘food produced to certified organic standards’ (Survey 5). In six of the thirteen surveys, stakeholders noted that BIO-GRO or IFOAM standards of certification were the benchmark against which food could be assessed. In contrast, general definitions of organic farming paid little attention to certification standards. They focussed much more strongly on issues of chemical restrictions and the ‘sustainability’ of farming practices. Nine of the thirteen stakeholders in the survey identified these qualities when defining organic farming.
- Institutional/formal definitions
Formalised institutional meanings of organics are those which facilitate the administration and governance of the industry. The stakeholder survey found that of the existing institutional definitions of organics (see Appendix 3), respondents were most familiar and satisfied with the BIO-GRO statement, less aware of the CODEX description and least familiar and satisfied with the definition used by the Council of European Communities. Where stakeholders indicated that definitions were in some way inadequate, this was usually because the respondent considered the broader philosophical dimension to be missing: eg. ‘the definition is missing the holistic approach, the philosophy is missing’ (Survey 7). Stakeholders making these reflections were producers or educators rather than processors or retailers.
Interviews with processors and retailers emphasised the importance of institutional definitions which were seen as a safe-guard against the unregulated labelling of products. Organisations dealing with consumers told of the credibility of a definition of organic food when it was associated with BIO-GRO certification. For example:
...organic means something that is certified organic and its different if its spray free, that’s [labelled] spray free but if its organic then its certified.
(Interview 3, May 1997)
We are looking at it from [the point of view of] our end product and we are saying we would like to put a stamp on our packaging that means our customers are assured of something. We have chosen the BIO-GRO stamp which means our suppliers must fit that requirement.
(Interview 1, May 1997)
In both these instances, we can observe how stakeholders that deal with producers are influencing faming practices by adopting certification-based definitions of organic food. Producers must comply with the BIO-GRO standards to ensure their product is recognised, bought and distributed as organic. These definition-related decisions are an example of how different stakeholders affect the adoption and practice of organic farming.
5.2.2 Actions affecting the adoption of organic farming practices
The adoption and maintenance of organic farming practices in the Canterbury region is influenced by the variety of ways in which stakeholders participate in industry decision-making. These decisions may simply concern the stakeholders’ own activities (eg. management of a business) or they may concern the way different stakeholders’ interact in broader industry-level decisions which affect other participants in the industry. The study identified four activities which in some way create a supportive environment for the adoption of organic farming practices, including:
- The demarcation and promotion of products as organic through labelling and advertising specific products.
- The use and enforcement of certification standards. Organic farming practices are affected as growers are variously inspected, monitored and encouraged into standards associated with BIO-GRO certification. Processors and retailers surveyed in the study emphasised the importance of maintaining credibility and good faith with consumers by using BIO-GRO standards. For example: ‘we have strict criteria for accepting and selling produce’; ‘we only buy specifically organic-certified products and report transgression of standards to BIO-GRO (Survey 4 and 10).
- The regular review of BIO-GRO certification standards. 7 of the 13 stakeholders (including producers, educators, processors and retailers) surveyed had been involved in this process. The process occurs in two ways. First there is the formal review processes that sees the standards being scrutinised through public consultation and then edited and republished every two or three years. Second there is the on-going elaboration of these standards, where certified growers or processors maintain contact with the inspectorate and explore details and extensions or modifications to particular items as specific production or processing issues arise:
We started with an A4 page (of standards) as we had this vision or idea [of what organics was] then it grew to several pages, to the booklet. The booklet now has all come from dealing with situations that arise each from Joe or Susie interpreting the standards in their own way and us as the certifying body having to say: ‘How does that actually fit in with the intent of what we meant when we wrote down the words’... It’s a negotiation between the principles and the exact wording.
(Industry Interview 2)
- General public education activities. All surveyed stakeholders indicated they participated in general education and public awareness raising activities. These activities are likely to increase demand for organic products, thereby providing a more secure or larger market for producers to service. In the case of one retail organisation, information provision was a major function of the business and a key demand on staff:
People will ring up with all manner of questions ... Anything from ‘a cure for my child’s whooping cough’ to ‘who makes and produces this good’ ... information on alternative lifestyles and also dietary sorts of things ... Lots of people come straight here after [seeing] their naturopath. We are important in that ... they can come and buy their food and get information about the food and why it’s important to have the [organic] food.
(Industry Interview 3, May 1997)
Contact for Enquiries
Kay Brown
Sector Performance Policy
MAF Policy
Ministry of Agriculture and Forestry
PO Box 2526
Wellington
NEW ZEALAND
Phone: +64 4 894 0695
Fax: +64 4 4 894 0746
Contact this person
